February 2020

  • Considerable growth in German and all European core markets
  • The platform extends its technological leadership in the DIY sector
  • Positive trend expected to continue in 2020
  • Focus on Europe ­– international share of sales over 50%

fabfab, Europe’s leading digital creative platform in the do-it-yourself online market, was able to consolidate its market position. Not only did fabfab GmbH increase its number of regular customers, but also the number of visitors and visitor activity on the website. With over 1 million customers across the whole of Europe, the company is the only pan-European provider on the DIY crafts market with an international share of sales of over 50 per cent. In addition, the team grew by more than 10 per cent, especially in the website content and technology development departments. Thanks to continuous, software-based process optimisation and economies of scale, operating earnings also increased in 2019.

The company anticipates that the positive trend will continue in 2020. “We expect our community and the entire platform to continue to grow. In order to achieve this goal, we plan to broaden the offering for beginners and expand our DIY range,” explains Seifert.

Added value for customers through extensive website content

One reason behind the success follows the expansion of fabfab’s website in 2019. The DIY website expanded its offering related to inspiration, content and crafts supplies significantly, making it the place to go for creative inspiration. “In addition to a large product portfolio and an exclusive selection of top products, we offer our clients added value on our platform: free instruction guides and inspiring content, as well as DIY tips and tricks. With this quality and strategy, we were able to record a marked increase in revenue – even when compared to our competitors,” says Seifert.

Innovative technology improves the sales approach

fabfab relies on investment in new technologies like “natural-language generation”, which automatically generates product descriptions. These can be adapted for the various languages on the 12 DIY online platforms across Europe (e.g. the creative platform stoff.de in Germany) as well as for fabfab’s presence on marketplaces like Amazon, where customers are addressed in a different language. fabfab also operates intelligent and digital logistics processes, which enable an improved overview of stock, such as remnants of stretchable fabric with undefined length. Through digital networking between warehouse, suppliers, and a holistic collection of customer needs by the shop platform, the correct item is always available online at the right time.

About fabfab GmbH

fabfab is Europe’s leading digital company in the do-it-yourself online market. In addition to the German speaking creative platform stoffe.de, the company, with headquarters near Hamburg, is also present in the UK, Sweden, France, Italy, the Netherlands, Finland, Denmark, Spain, Czech Republic, Poland and Portugal, and exports to 50 countries worldwide. The offering includes a range of 10,000 (often exclusive) textiles for fashion, children’s items, and decoration, which is complemented by a wide selection of sewing accessories, wool and further DIY supplies. The creative platforms also offer inspirational content on various topics and trends, well-founded specialist knowledge and tips from experts, as well as countless free sewing instructions. fabfab has approximately 200 employees in 14 countries.